In a strategic move that signals a deeper commitment to one of the world’s fastest-growing ultra-luxury car markets, Bentley Motors has announced the formation of a new national sales company in India—Bentley India Private Limited—which will operate under the umbrella of Škoda Auto Volkswagen India Private Limited (SAVWIPL), starting July 1, 2025.
The iconic British marque, known globally for its handcrafted opulence and powerful grand tourers, is now aligning its India operations with the larger Volkswagen Group’s regional framework. This transition marks a significant shift in how Bentley will function in the country, moving from its earlier importer-led structure to a more integrated and directly managed presence.
A New Chapter for Bentley in India
The new entity, Bentley India Private Limited, will assume responsibility for importing, distributing, marketing, and after-sales service of Bentley vehicles across the country. This transition was confirmed by Bentley Motors through an official press release, outlining the brand’s ambition to scale its operations in India with a renewed strategic focus and stronger alignment with global standards.
While Bentley has had a limited presence in India for over a decade through its long-standing partner Exclusive Motors, the shift to a manufacturer-backed national sales company reflects Bentley’s recognition of India’s evolving ultra-luxury automotive landscape. The company has clarified that Exclusive Motors will continue to serve as Bentley’s retail partner in New Delhi.
Richard Leopold, Regional Director, EMEA at Bentley Motors, said “India is one of the world’s most dynamic economies, and the launch of Bentley India in the country reflects Bentley’s focus on growth in a market where we already have a strong and growing high-net-worth customer base. We’re grateful to the SAVWIPL team for bringing this partnership to life.” said
According to the official press release, Bentley India is set to appoint three dealer partners across key cities, starting with Bengaluru and Mumbai, followed by New Delhi. These new showrooms will offer India’s ultra-high-net-worth customers Bentley’s signature combination of performance, craftsmanship, and luxury.
SAVWIPL: Steering Bentley’s India Strategy
Škoda Auto Volkswagen India—the entity responsible for leading the Group’s operations in India across brands like Volkswagen, Audi, Porsche, and Škoda—will now oversee Bentley’s strategic and operational roadmap in India. With Bentley now being the fifth brand under the SAVWIPL umbrella, the group further consolidates its presence across the spectrum of premium to ultra-luxury vehicles in the country.
The decision aligns with Bentley’s Beyond100 strategy—its global vision of becoming the most sustainable luxury automotive brand. With India’s growing cohort of high-net-worth individuals and increasing appetite for ultra-luxury cars, Bentley sees immense potential to expand its footprint in a market that’s gradually maturing.
India’s Growing Role in Bentley’s Global Map
India’s ultra-luxury car segment, though niche, has seen a steady uptick, particularly post-pandemic, as wealth creation in tier-1 and tier-2 cities accelerates. Brands like Bentley, which cater to the highest echelon of automotive clientele, are beginning to see India not just as a symbolic market but as one with tangible long-term growth.
The new operational structure will surely help Bentley offer a more seamless, premium customer journey—from order configuration and delivery to service and personalization. The aim is to bring the Indian buyer experience in line with Bentley’s global standards, aided by SAVWIPL’s established infrastructure, local expertise, and regulatory knowledge.
What’s Next for Bentley Customers in India?
For current and prospective customers, the shift is expected to translate into better service delivery, quicker turnaround times, and deeper engagement with the brand. While the operational transition will officially be completed by July 2025, Bentley has assured that existing customer services and commitments will continue without disruption during the transition.
There are also expectations that this renewed structure could pave the way for more model launches, higher levels of bespoke customization, and improved after-sales engagement, all underpinned by the robust support of SAVWIPL’s nationwide capabilities.
In Summary
Bentley’s decision to establish a national sales company in India under the stewardship of Škoda Auto Volkswagen India is more than a structural update—it is a strategic recommitment to a market poised for luxury disruption. As India moves into the spotlight for global ultra-luxury carmakers, Bentley’s revamped playbook is a clear sign that the British marque intends to be more than a rare sight on Indian roads—it wants to be a relevant player in the garages of India’s elite.